Brendan Malloy and Emmett Malloy of HSI directed this spot commemorating the 50th anniversary of Gatorade. Conceived by a creative team at TBWAChiatDay, Los Angeles, the ad opens with a shot of the 1965 Florida Gators football team, the birthplace of Gatorade, and continues through a montage of 50 iconic sports moments related to the brand, a countdown often related to the uniform numbers of famous athletes such as #16 for Hall of Fame quarterback Joe Montana.
“50” will have a digital extension allowing users to dive into the backstories of several moments featured in the TV commercial at: Youtube.com/Gatorade
Credits
Client Gatorade Agency TBWA\Chiat\Day, Los Angeles Stephen Butler, chief creative officer; Brent Anderson, executive creative director; Renato Fernandez, Gustavo Sarkis, Mark Peters, creative directors; Doug Menezes, associate creative director; Sarah Patterson, executive producer; Garrison Askew, integrated producer; Karen Thomas, executive project manager; Peter Ravailhe, managing director; Sarah Lamberson, Simon Nicholls, brand directors; Robyn Morris, brand manager; Scott MacMaster, group planning director; Martin Ramos, planning director. Production HSI Brendan Malloy, Emmett Malloy, directors; Roger Zorovich, exec producer; John Hardin, producer; Tim Hudson, DP. Stock Footage Research Stalkr Editorial Whitehouse Post Charlie Harvey, editor; Joni Williamson, exec producer; Jonlyn Williams, producer; Devon Bradbury, assistant editor. Post/VFX Carbon Marlo Baird Kinsey, exec producer; Chris Noellert, creative director; Chris Moore, Peter Mayor, Michael Vaglienty, Flame; Ryan Wehner, graphic design; Nick Vassil, associate producer. Music Beacon Music Sound Design Barking Owl Audio Post Lime Studios Rohan Young, mixer
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
